Effectively, LaCroix is now behind a paywall. And that’s bad news for a certain subset of the population, since LaCroix (“rhymes with bourgeois“) is like the non-alcoholic version of Pabst Blue Ribbon — it’s the soft drink of choice for those who like to taste bubbles but don’t want to drink beer. For evidence of consumers’ devotion to the brand, check out the Instagram tags #LaCroixLove and #LaCroixObsessed.
And, since the cases are heavy, delivery of the trendy treat can feel like a godsend.
But Amazon giveth and Amazon taketh away. (Amazon declined to comment for this story.)
FastCompany calls Fresh “Jeff Bezos’ last mile quest for total retail domination.” And if luring young consumers to Fresh with LaCroix is Amazon’s strategy, there are already some signs it’s working.
Disappointed customers who can’t or won’t try Fresh can always turn to Target, which is launching its own next-day delivery service. It’s already live in parts of Minnesota and, the Star-Tribune reports, “select beverages such as Pellegrino and LaCroix also were available.”
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